Perico ID: Winning the modern fan, digital transformation lessons from RCD Espanyol

This session explores how RCD Espanyol is redefining fan engagement through Perico ID, a unified digital identity that lets supporters access every club touchpoint—app, web, OTT, e-commerce, and ticketing—with a single login. Built on a fully integrated architecture launched all at once—a datalake as the brain, Salesforce Marketing Cloud for automated and personalized journeys, and SSO to eliminate friction—the system delivers both an aspirational fan experience and a powerful data engine for the club. The result: a golden fan record that captures every interaction and enables hyper-personalized activation based on real behavior and transactions across the ecosystem.